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This test consists of 5 multiple choice questions, 5 short answer questions, and 10 short essay questions.

Multiple Choice Questions

1. In Chapter 12, The Epilogue, Battelle discusses how Internet searches can lead to what unintended consequence?
(a) Pop-up ads.
(b) Spam.
(c) Information about other Internet users.
(d) New and enlightening discoveries.

2. Where is the semantic Web idea mainly used?
(a) Smaller applications for single intent areas.
(b) Larger applications for single intent areas.
(c) Smaller applications for multiple intent areas.
(d) Larger applications for multiple intent areas.

3. Which of the following is not an example given of an outside device that might incorporate search in the future?
(a) Automobiles.
(b) Stereos.
(c) Appliances.
(d) Telephones.

4. Why does Google decide not to sell stock during its first few years?
(a) It generates enough cash from income, so it is not necessary to sell stock to raise capital.
(b) It doesn't think there will be enough shareholders to make it a worthwhile endeavor.
(c) The stock market crash deters it from participating in an unstable market.
(d) All of the principal partners in the company are against it for ethical reasons.

5. Yahoo has a philosophy that places what above technology?
(a) Vision.
(b) Profits.
(c) Humans.
(d) Leadership.

Short Answer Questions

1. Which discovery leads Battelle to contemplate the Internet's role in life?

2. Why do Google's paid search ads work better than paid television ads?

3. Google declares that it will sell $2,718,281,828 shares as a tribute to mathematicians and engineers. What does the number 2,718,281,828 represent?

4. What is the drawback of the Internet that Battelle discusses at the beginning of Chapter 8?

5. What is "click fraud"?

Short Essay Questions

1. Why isn't Google interested in going public and selling shares of the company during its first few years?

2. Explain the peculiar characteristics surrounding the way Google grows, citing examples of Larry Page and Sergey Brin's odd culture and the reaction it might generate.

3. What are some examples of options that Google offers to help businesses work within its new system to recover lost business?

4. What is click fraud and how does it affect search businesses?

5. Explain why Google's paid search ads are more effective than traditional forms of advertising, such as radio, television, etc.

6. How does Battelle's personal story, as told in Chapter 12, lead him to an important discovery?

7. What part of Larry Page's letter offends Wall Street and why? To whom was the letter addressed?

8. Briefly describe some of the troubles Google experiences during the months before becoming a public company.

9. As explained in Chapter 11, what is the "perfect search" and what is the stated goal of the major search companies?

10. What are some of the challenges mentioned in Chapter 10 that Google faces as it continues to grow?

(see the answer keys)

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